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Details for MKT216 Strategic Marketing for Non-Profit Organisations

Non-Profit Organisations have unique challenges to navigate in creating social and spiritual value. This unit explores multi-stakeholder marketing, teaching how to build movements, transform supporters into advocates, engage sponsors, and secure grants. By developing a strategic marketing plan tailored to NFPs, students will learn to balance ethical values with effective marketing strategies.

Quick Stats

  • Currently offered by Alphacrucis: Yes
  • Course code: MKT216
  • Credit points: 10

Subject Coordinator

Pratima Durga

Prerequisite

Unit Content

Outcomes

  1. Analyse the unique role of NFP groups in the market place, particularly the diverse roles and services they perform;
  2. Demonstrate a critical awareness of the nature of value and knowledge creation in a consumerist society. This includes consideration of the ethical and theological values as well as the goals of some NFP organization and how this is reconciled with contemporary marketing strategies;
  3. Demonstrate an ability to analyse the markets of NFP and community-based organisations to identify marketing opportunities;
  4. Analyse how specific NFP organisations have successfully marketed their services or work, particularly within the global context;
  5. Describe the unique marketing needs and challenges of NFP and community-based organisations in developing a marketing strategy;
  6. Develop a strategic marketing plan for a NFP organisation.

Subject Content

  1. Marketing and promotional ethics
  2. Marketing an organisation with Christian values in a post-modern society
  3. Developing a marketing strategy for a church or NPO
  4. Product design as key marketing tool to engage the target customer
  5. Social Marketing
  6. Formulating communication and promotional strategies
  7. Marketing communication tools: Advertising, PR, Promotions and new media

This course may be offered in the following formats

  • Face-to-Face (onsite)
  • Distance/E-Learning (online)
  • Intensive (One week: 7 hours per day for 5 days = 35 class hours + approx 95 hours out of class time for research, writing, exam preparation and execution, ancillary activities associated with completion of assigned tasks.)

Please consult your course prospectus or enquire about how and when this course will be offered next at Alphacrucis University College.

Assessment Methods

  • Forum Postings (20%)
  • Group Presentation (40%)
  • Strategic Marketing Plan (40%)

Prescribed Text